Because they are well hidden from the outside world, the lenses on CD and DVD players don't normally get dirty. If you have/had a smoker in the house, bets are off on that.
If the lens cleaner doesn't return proper operation, it is most likely to be caused by the lubrication of the mechanism drying out. Sorting that out would involve opening the player. This is not normally difficult; the case screws are likely to be obvious. I don't think the unit will still be under warranty. Unplug the unit first!
The lens moves on a motor-driven sliding carriage, and the sliding part will be what needs treating. Specialists will use lithium grease, but WD40 or 3-in-1 are more readily available and work perfectly well. Don't use thick oil; the thinner the better.
Clean off anything "crusty", and then apply a LITTLE lubricant. A cotton bud is the ideal applicator, and they would be excellent for cleaning the mechanism too.